social media metrics still lacking

The kind of metrics which are available for social media, including "number of fans, or number of likes" is still "barely enough to convince a big media agency to buy," according to Young. This gets back to the whole issue of metrics and ROI -- the 800-pound gorilla for media planning, which is notable by its absence in social media.

In order to answer the real ROI question, it's important to look at why social media is powerful in the first place - people to people connections. Ignoring this key fact, and using social media as just another medium to push your message will lead to elusive ROI and metrics. But, when brands enable their best customers to spread the word, the game changes and ROI can be directly measurable. I've written more on this subject with a reaction to #OMMAGlobal here: http://bit.ly/gYyOP1